WMU TV spot garners national honor

KALAMAZOO, Mich.—A 30-second television commercial that is part of Western Michigan University's Go West advertising campaign has earned its creators a 2014 silver Communicator Award from the Academy of Interactive Visual Arts, or AVIA.

The spot was edited and partially filmed by Kalamazoo-based Lawrence Productions and produced for the WMU Office of University Relations. It features a montage of WMU still and video images set to the music of the "William Tell Overture." One of three similar spots, the award-winning commercial opens with a student musician tapping out the melody on one of the School of Music's Steinway pianos. The music then evolves into a full-throated rendition of the classic work by WMU's University Chorale before closing with the "Go West" tagline.

AVIA's panel of judges, comprised of professionals from top media communication, advertising and creative firms named the spot among the best in its school/colleges/universities category. The other silver award recipients in the category are Berkeley College, Howard Community College and the universities of Cincinnati and New Mexico.

Academy of Interactive Visual Arts

Established two decades ago, AVIA's Communicator Awards initiative is "the leading international awards program recognizing big ideas in marketing and communications." More than 6,000 entries per year are received from a broad range of industries showcasing their best communication work through the use of print, Web, audio and integrated marketing campaigns.